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A&E AUGUST 2018 • a-e-mag.com 49
Sales & Marketing
product, not why the customer needed
their brand. They didn't talk about their
relationships with their customers. We
all know we might win a customer the
first time based on price, but successful
businesses know that keeping a customer
is more important than getting new ones.
So, how do we get out of the com-
modity trap? If you feel yourself in a race
to the bottom of the price scale, you have
to make some changes. If not, you will run
yourself out of business since someone is
always going to be willing to sell it cheaper
than you. There is still hope, though — it
just takes some mentality changes on your
part. You need to do what the computer
companies did not: focus on your relation-
ship with your customers. You need to
change your strategy and thinking. Talk
about your relationship with the customer,
not how cool or awesome-looking your
product is.
A good example of this is a grocery
store. In my neighborhood, there are
several options from a discount no-frills
market, to a high-end, organic-only spe-
cialty store. Yet the most successful, and
the one we frequent as a family, is the one
that lands right in the middle of the spec-
trum. We actually drive a little bit farther
since my family and I feel comfortable
there. The aisles are nice and wide, every-
thing is clean and organized, but most
importantly, the staff is amazing: friendly,
helpful, and willing to work as a team
when it is busy. Their customer service
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